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Sports Direct

Retail graphics

We worked with retail giant Sports Direct to revolutionise the store experience for a brand-savvy, fashion conscious audience. The 9,290 sqm site is fitted with dedicated lifestyle areas, video technology, and an enhanced fashion offering.


In a project spanning 18 months from concept to delivery, we worked with Sports Direct and its brands, transforming the ‘beyond sport’ store concept into a destination lifestyle store that offers a total revolution of the in-store experience.

The design concept combines easy-to-shop product displays, improved in-store communication and navigation with functional aspects such as large-scale changing rooms, and a universal fixture system allowing leading brands prominence in-store.